rice
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible15.4%search→purchase rate — share of searches ending in a sale
Market size
Great£1.4M£1.4M/yr · 1.7M searches
Competition
Great34%top-5 click share — an open shelf
Review moat
Good746.11avg incumbent reviews — the moat a new listing must climb
Brand share
Okay78%top-5 brand share — brands hold most of the demand
Price range
Okay£0.60–£25.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-10.5%90-day search growth — must beat 0% to launch
Avg price
Bad£5.23avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, rice is a £1.4M/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 78% of demand. Verdict: Worth a look — 61/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
rice market data
- Units sold / yr
- 300K–400K
- avg 5,000–6,000/product
- Revenue / yr
- £1.6M–£2.1M
- units × avg price
- Conversion rate
- 15.4%
- Avg BSR
- #87
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 40%
- Out of stock
- 0.0%
- Avg brand age
- 74 months
- Avg seller age
- 169 days
Competition & brand share
Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.Brands
14 falling
Sellers
90
Top-5 brand share
78%
Top 20: 100%
Top-5 click share
34%
Top 20: 77%
Open market
17%
- Morrisons31%
- by Amazon14%
- LAILA14%
- Tilda11%
- Salaam8%
- Mai Thai5%
- Open — no brand owns it (8 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top rice search terms
- rice1.3M/yr
- basmati rice294K/yr
- white rice27K/yr
- rice 5kg23K/yr
- basmati17K/yr
- rice basmati19K/yr
- 5kg rice10K/yr
- rice bag8K/yr
- roce4K/yr
- indian rice5K/yr
Top rice products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals
Salaam£5.934.5★869 rev
by Amazon Basmati Rice 1kg
by Amazon£1.924.6★1,230 rev
Morrisons Basmati Rice 1kg
Morrisons£1.994.7★501 rev
Laila Longer Basmati Rice 5Kg
LAILA£7.354.5★1,389 rev
Morrisons Easy Cook Long Grain Rice 1kg
Morrisons£1.434.5★1,177 rev
Newest
by launch date
Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style
LAILA£7.40129 rev
Morrisons Piri-Piri Rice 250g
Morrisons£0.8833 rev
Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals
Salaam£5.93869 rev
Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals
Yutaka£9.23136 rev
by Amazon Basmati Rice 1kg
by Amazon£1.921,230 rev
Trending
90-day click momentumMorrisons Piri-Piri Rice 250g
Morrisons£0.884.0★
Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style
LAILA£7.404.6★
Laila Longer Basmati Rice 5Kg
LAILA£7.354.5★
Morrisons Golden Vegetable Rice 250g
Morrisons£0.964.4★
Green Dragon Thai Fragrant Jasmine Rice 2KG - Thai Hom Mali - AAA Premium White Rice - Ideal for Thai and Asian Cuisine
GREEN DRAGON£6.404.7★
What buyers say about rice
What buyers praise and complain about, mined from review topics.What buyers love
“Tastes as I would expect”
“Good value for money”
“Best quality”
“Great fir everyday cooking as well ad special occasions”
“The rice absorbs flavours well”
“It has that authentic nutty aroma that fills the kitchen while it's cooking”
“Great size and value”
“Great to keep for an easy option”
“As expected”
“Really tasty and not claggy”
What buyers complain about
“Didnt like the taste”
“Poor quality, unedible”
“Chemical smell”
“Far too expensive”
“Mushy after cooking”
“chemically flavour”
“does not match what was originally advertised”
“Very thick”
“not that fragrant”
“But it is brown rice”
Common questions
- Is rice profitable to sell on Amazon United Kingdom?
- The niche generates £1.4M/yr across 47 tracked products. 90-day search growth is -10.5%. Flapen's verdict: Worth a look (61/100).
- How competitive is the rice niche?
- 14 brands and 90 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 78% of demand.
- What do buyers complain about in rice?
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Smell. The return rate is 0.0%.
- When does demand for rice peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the rice niche?
- Listings span £0.60–£25.15; the average listing price is £5.23 (sweet spot $15–$100). The average incumbent carries 746 reviews — the moat a new listing must climb.